What Is a Nonprofit Sponsorship Proposal?

First of all, what is a nonprofit organization? To expand on the previous definition stated earlier, a nonprofit organization is a group that is created and operated for a public or social benefit. Whenever the said organization generates income, no part of it is to be distributed to its members or to the people that run the organization. A nonprofit organization should at least be accountable, trustworthy, honest, and open to every party that has invested its resources towards them. Whenever nonprofit organizations engage in activities, they should keep in mind that the said activities should help the organization in earning public confidence.

A nonprofit sponsorship proposal is a business document that is used to outline the reasons why the potential sponsor would want to engage in business (supporting their cause) with the nonprofit company, and when written effectively, should convince the sponsor in doing so. This document should also state how the potential sponsor can benefit from entering a partnership with the nonprofit organization and explain how the business relationship is likely to play out throughout the course of the partnership.

Factors to Include in Creating a Nonprofit Sponsorship Proposal

Here are the key factors that one should keep in mind and include whenever drafting a nonprofit sponsorship proposal for an event. Do take note that some more elements may need to be written depending on a number of factors, such as the type of event to be run and the parties involved in the proposal.

The Impact. This is the first element that should be given emphasis when writing a nonprofit sponsorship proposal, or any proposal for that matter. In writing this part, emphasize on ways on how the event organized by the nonprofit organization is going to make a difference, the ways that it may help the beneficiaries, and how the event will reach the goal statements that are set by the nonprofit organization. Also, in this section, you should provide a detailed overview of the impact of the funds that the organization has generated throughout the event.The Benefits. In this section, keep in mind that in order to effectively serve your benefactors, appeal to common values and the chance for collaboration. You can also make the list as personalized as you like. Factors that should be addressed here (as briefly as possible) include how the collaboration will be worth the sponsor’s time and money, how it can motivate the workers, the prospects for an uptick in company sales, and the implications it can have on the sponsor’s public image when it is associated with the name of the nonprofit organization.Description of the Event. When writing this part of the sponsorship proposal, include a brief description of the event, such as the date and time, location, program details, and when and where the details of the sponsors will be featured. Emphasize why your event and purpose are unique and worth the expense. You could also invite a corporate representative to participate in the event. This can be a big plus since it serves as an excellent chance for them to know further about your nonprofit organization and even meet the recipients. Furthermore, if you intend to thank your sponsors from the stage, notify them ahead of time.Audience. Describe the profile of the event’s target audience in this step. The main question to be addressed here would be if the audience is the organization’s supporters, members or leaders of the community, or volunteers. In an ideal scenario, the audience profile of the nonprofit organization generated from their audience analysis should also match the audience profile of the company that sponsors the event. The more common relevant information about the audience is present in both profiles, the more the selling points of the sponsorship proposal are going to be.Outline. When creating this part, it is important to keep it short and simple, and only focus on how the sponsorship is going to help the nonprofit organization reach the goals that they’ve set.Purpose. This section of the sponsorship proposal will describe the purpose of the event that is organized by the nonprofit group and should include a clear description of the mission and should also explain the reasons as to why the funds are being raised.Beneficiaries. This part of the nonprofit sponsorship proposal describes the parties that will be greatly benefited from the funds that are raised by the organization and should also describe the ways in which they can benefit.Pitch. In drafting this part, you may consider asking the potential sponsors to think about sponsoring at a specific tier of donation or you may also ask them on which level they would like to be involved in the organization (whether it is partial or full involvement).Timeline. It is also important to let the potential sponsors know what time the event that they are sponsoring is going to take place, the deadline in which all the sponsorships need to be secured, and the date on which the sponsors are expected to follow up or respond to the sponsorship proposal.Contact Information. Serving as one of the final important bits of the nonprofit sponsorship proposal, this part should be included so that the potential sponsors have the details to contact you should they come up with further follow-up questions and clarifications.

Different Types of Sponsorship Packages

As briefly stated previously, there are different types of levels or tiers in which companies can be involved when they decide to sponsor an event hosted by a nonprofit organization. With that being said, here are some examples of them:

Game Lounges. This type of sponsorship package can be advantageous since it promotes networking and interaction among guests as well as provides sponsors with the chance to hold participants’ attention for an extended period of time. Games in a game lounge such as table tennis, ping pong, and table hockey competitions are all a lot of fun, and so are bingo and casino-style activities, and all of them allow sponsors to pay out branded prizes. Alternatively, you might also provide a quiet area for relaxation with old-school board games, or go large with enormous versions of Jenga or chess.Video Sponsorships. Make video interviews available to sponsors as part of their sponsorship package. This form of sponsorship tier is also a good option because a video interview would also be a fantastic way to capture the interest of your visitors while also providing a lot of value to your sponsors. You may share the video interview on your online and social media profiles, as well as blog about it and incorporate it in email correspondence. Additionally, if you have a strong social media presence, utilize it to promote the sponsors’ businesses.Parties. Launch and concluding parties, as well as public and private activities, are common during major events or conferences. In this type of sponsorship package, a good practice would be to allow a minimal number of sponsors (a maximum of two is preferred) to attend the inaugural reception and closing parties. Private parties that provide networking and branding possibilities are fantastic offerings — incentives might include logo placements, portfolio listings, social media and mobile app promotion, and complimentary event admission.Matching Contributions. This is more than simply a unique sponsorship concept; it’s also a terrific method to do well for a worthwhile purpose. When a nonprofit organization offers text-to-give (a fundraising strategy that allows donors to donate to organizations using their cell phones), your company might commit to matching the amount. At your next gathering, you may publicize the information that you’re matching donations to a charity organization, and that you could urge guests to your booth to give right then and there. Display prominently the actions they must follow to give, and you will be able to assist individuals in helping others.Interactive Social Media Wall. This type of sponsorship tier is ideal for combining social media and digital displays. It is effective because it provides viewers with a real-time interactive experience that encourages them to interact with the signs. The social media wall can be used to develop a social hub that links the event’s guests with their preferred social media. As an element of the sponsorship package, a fantastic technique is to establish a hashtag particular to the event. A huge screen or flat-screen TV at a kiosk can also be utilized as a low-cost alternative to broadcast social media messages about the event.

Steps in Preparing a Nonprofit Sponsorship Proposal

How does a nonprofit organization find its sponsors for an event they are organizing? The key answer is by creating an effective document called a sponsorship proposal, along with its submission to the appropriate parties. With that being said, here are the steps to be followed when preparing a nonprofit sponsorship proposal.

  • 1. Start With the Purpose

    This is the first step in preparing your sponsorship proposal. What needs to be done here? In this step, you are going to have to outline the purpose and the main goals of the event in order for you to have a solid plan in place before you even think about pursuing partnerships. Work with the people in your organization who are knowledgeable in marketing so that everyone is on the same page with regard to the objectives and the purposes of the event.

  • 2. Determine the Costs

    After outlining the purpose of the sponsorship proposal, this step will then follow suit. In this step, you must estimate the cost of holding your event. Additionally, consider all of the administrative effort and preparation that goes into the event, in addition to the costs. Once a cost estimate has been properly established, you can now determine how much money you need to raise and what levels of sponsorship you need to achieve.

  • 3. Decide the Sponsorship Tiers/Benefits

    After determining the costs of the sponsorship proposal, this is the next step to do. In this step, determine how many sponsors you’ll need and/or how much money you’ll need. This may be built into a variety of various alternatives and levels, so evaluate what combination will fit great for your nonprofit organization and what levels you believe are attainable when looking for corporate sponsors. Following that, consider all of the sponsor benefits and perks you can provide, and clearly define how the company will be recognized and what the various levels of sponsorship will bring. Examples of benefits packages would be printed material, table sponsors, and virtual visibility.

  • 4. Determine Who You Want to Pursue

    This is a key step in developing a nonprofit sponsorship proposal (or any other type of sponsorship proposal, for that matter). It is just as vital to decide which corporate sponsors to approach as it is to draft the proposal. Your objective is to conduct research and identify companies in your community that has similar hobbies or passions. It is also important to know that some businesses want to identify who else is supporting the event, whether for prestige or competitiveness. It may appear nice for them to co-sponsor your event with another local business, or they may not want to be surpassed by a rival.

  • 5. Finalizing the Proposal

    After writing down everything you need for completing the proposal, it’s time to finalize it. One method of finalizing the proposal is to proofread everything since it can be the difference between a professionally-written sponsorship proposal that has all the chances of getting accepted by the sponsoring company and one that is barely read since it is so poorly constructed and makes the proposal look unprofessional. Having a neatly-written proposal makes the document look professional and makes your nonprofit organization seem competent to the readers.


What is the difference between nonprofit and not-for-profit?

Though these are phrases that are used interchangeably, they do not have the same meaning. Both are non-profit organizations that may or may not generate a profit in order to carry out their purposes. The distinction between the two is in how they utilize their generated income. Nonprofit organizations provide any excess funds back to the organization. Not-for-profit organizations, on the other hand, utilize their excess funds to compensate their members who perform labor for them. Another distinction between nonprofit and not-for-profit groups is their membership. Members of a nonprofit organization do not receive money from the organizations fundraising efforts while the members of a not-for-profit organization can benefit from their fundraising.

A difficulty faced by organizations such as nonprofits is called Founder’s Syndrome. What is it?

The challenge experienced by organizations, particularly new enterprises such as start-ups, when one or more founders retain disproportionate authority and influence beyond the effective initial foundation of the company, leading to a wide variety of difficulties, is known as founder’s syndrome. The condition can be seen in both non-profit and for-profit organizations or businesses.

Are nonprofit organizations allowed to be political?

No, they cannot be. This is the reason why a majority of nonprofit organizations consciously seek a nonpartisan tone in their communications whichever medium they may use (written, social media, etc). Organizations that wish to be granted a nonprofit status must specifically say in their organizational documents that they will not engage in any political campaign on behalf of any person or make political expenditures.

Writing sponsorship letters can be an extremely daunting task, especially for those nonprofit organizations that have just been established and are still looking to stretch their legs. With the help of sample templates that are present in this article and an experienced writer on standby, the task should be made easier to accomplish.